The 2025 merger of International Paper and DS Smith has created a global packaging leader uniquely positioned to address evolving consumer demands. A recent DS Smith survey of 1,048 U.S. adults highlights sustainability as the non-negotiable priority for shipping packages, with 75% of respondents willing to pay up to $5 extra for intelligent packaging solutions. This report dives into the transformative shift in retail expectations, where eco-conscious design and transparent communication are now critical to brand loyalty.
Customer Preferences In Packaging
Today's consumers demand packaging that aligns with their values—sustainability, efficiency, and innovation. As brands scramble to meet these expectations, four critical priorities have emerged, reshaping how products are packaged, presented, and perceived:
Packaging Space Efficiency
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46% of consumers are bothered by empty box space, and 75% interpret wasted space as a lack of sustainability commitment.
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DS Smith’s Circular Design Metrics address this by optimizing packaging dimensions for individual supply chains, reducing material use by up to 20% in some cases.
In-Store Waste Reduction
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33% of shoppers praise retailers for paperless receipts and plastic bag elimination.
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DS Smith’s GreenTote®—a reusable, recyclable grocery container—exemplifies this shift, holding three times more items than traditional plastic bags while eliminating waste.
Stuffing Material Standards
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50% view Styrofoam as a last-resort material, and 20% boycott brands.
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The company’s fiber-based alternatives have replaced 1.2 billion plastic items globally, surpassing its 2025 target 16 months early.
Intelligent Packaging
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Intelligent Solutions: 75% want sensors to monitor product condition/temperature, with 28% willing to pay a $5 premium.
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QR Code Integration: Consumers seek QR-enabled packages for personalized discounts, sustainability metrics, and exclusive experiences.
The Road Ahead for Retailers
Cheryl Holliday, DS Smith North America’s Marketing Director, emphasizes:
“It is clear from the Unboxing Consumer Preferences survey that U.S. consumers are not only concerned about the sustainability of their packages, but they are also willing to do their part and pay more for a better solution. DS Smith is encouraged by the importance retailers and consumers are putting on sustainable packaging and believe the solutions exist to help manufacturers and retailers meet these expectations.”
International Paper’s global reach post-acquisition amplifies these solutions, with $514 million in projected synergies from the merger accelerating R&D in smart, sustainable designs.
Looking Forward
The survey is a wake-up call: sustainability is no longer optional. DS Smith’s innovations demonstrate that the tools exist to meet consumer demands. To thrive in this new era, retailers must prioritize transparency, efficiency, and circularity.
For more on sustainable packaging trends, explore DS Smith’s Circular Design Principles and International Paper’s 2025 Sustainability Roadmap.
